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Concept for Public Relations L9 Ing. Jiří Šnajdar 2016 Concept for Public Relations The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. In the relatively brief period leading up to today, public relations has been defined in many different ways, the definition often evolving alongside public relations’ changing roles and technological advances. The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.” The PRSA adopted the following definition in 2011‒12 : “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” What are key points in this definition? This definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.” “Process” is preferable to “management function,” which can evoke ideas of control and top-down, oneway communications. “Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders. “Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies. Management function, public relations also encompasses the following: Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization. Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public implication and the organization’s social or citizenship responsibilities. Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs. Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short Public relations and marketing The recent trend is to emphasize the similarities between marketing and public relations and to have them become increasingly intertwined in the workplace. Until 30 years ago, public relations and marketing were usually considered totally separate disciplines. Both marketing and public relations went through such dramatic growth and evolution during the first half of the twentieth century that at least one business historian has referred to this period as their "teen-age years." The marketing and public relations expanded their spheres of activities and as they became more aggressive in communicating with more and more and ever-larger publics, they often ended up talking to the same publics, and they sometimes used the same techniques to do it. The practitioners themselves knew that their two disciplines were conceptually very different. Ray Simon, expressed them very concisely in his second edition of Public Relations: Concepts and Practices when he wrote: "Marketing and public relations ... both are major external functions of the firm and both share a common ground in regard to product publicity and consumer relations. At the same time, however, they operate on different levels and from different perspectives and perceptions. The traditional view ... is that marketing exists to sense, serve, and satisfy customer needs at a profit. Public relations exists to produce goodwill in the company's various publics so that the publics do not interfere in the firm's profit-making ability." Marketing • Marketing promotes the transfer of goods and services from the producer and provider to the consumer • Marketing's immediate goal is sales. • Marketing's implicit goal is profit. • Marketing's measure of success is the number of sales and/or the revenue it generates. Public relations • Public relations helps an organization and its publics adapt mutually to each other. • Public relations' immediate goal is mutual understanding or positioning of the organization with its publics. • Public relations' implicit goal is positive perceptions and predispositions. • Public relations' measure of success is expressed public opinion or other evidence of public support. Marketing and public relations met different needs. If an organization is a business and profit is its overarching goal ... Marketing -- possibly called sales -- is the more dominant function. Public relations is of secondary importance and was probably done to support and enhance marketing efforts. Marketing generated sales of goods and services and directly contributed to the company's profitability. Public relations coordinated relationships with various publics in order to gain public acceptance and approval of the organization's activities, including its sales activities. Both disciplines experienced explosive growth but, for the most part, it was a matter of doing more of the same in same old ways. In most organizations the two disciplines continued to be separate well into the 1970s or even later. Today the working relationship between marketing and public relations has changed dramatically. So have their relative scope and influence within organizations and even the names they call themselves. Thomas Harris, university professor and author and has been one of the strongest advocates of "marketing public relations." His 1991 book, The Marketer's Guide to Public Relations, have helped define and shape the increasingly popular concept of "integrated marketing communication" . Then came a realization that public relations can benefit from advertising. Advertising which had previously been used almost exclusively by marketers trying to sell specific products began to show promise for broader, less sales-oriented messages. Then, despite initial skepticism and strong opposition from traditional journalists and the media companies themselves, public relations people such as Herb Schmerz, began experimenting and having great success using "issues advertising" to get their views to an otherwise unaware public. It was a strategy that had previously been used by social and political activists. The counter-realization was that media publicity can assist marketing. News releases and press conferences which had previously been considered public relations tools began to find favor with marketers in the 1980s. After a couple of high profile success stories they quickly realized how cost-effective publicity and media relations could be during the introduction of new products. Coleco, in particular, had stunning success with its Cabbage Patch Dolls. They became a national phenomenon using very little advertising, but lots of press conferences, special events, television talk show appearances, and a steady stream of news releases and media interviews. A few years later, Selchow & Righter followed a similar blueprint and used public relations rather than advertising to turn Trivial Pursuit into a national passion that sold more than 22 million games in its first year of production. Twenty years later, Trivial Pursuit is more than a best selling game. Public relations and marketing: On the way to Integrated Marketing Communication? Professional journals are increasingly filled with reports that public relations and marketing have already merged or predictions they soon will. Indication of the change in thinking about the public relations and marketing relationship is evident in three successive editions of Fraser Seitel's textbook, The Practice of Public Relations, one of the most popular textbooks on the market written by a current public relations practitioner. The integration of communication became popular in the last decade. Integrated Marketing Communication may be a fine term, and an even better concept. "Marketing communication, regardless of its parentage, is a reality in many companies..." but then came the punchline: "Employers don't care what integrated communication calls itself as long as it gets the job done.“ William Briggs and Marilen Tuason Perhaps, public relations practitioners shouldn't be overly concerned about what their profession is called either. Whether integrated marketing communication, corporate communication, or one of the other popular buzzwords will ultimately overshadow public relations as the name of choice remains to be seen. They may all turn out to be short-lived fads. What will be far more important is whether the underlying integration of communication functions that these terms purport to represent will actually be realized. Organizations that make public relations a marketing function lose their ability to communicate effectively with groups other than consumers. James Grunig University of Maryland Considering marketing and public relations as the same function, in my view, is in the best interests of the corporation. ... Marketing and public relations can and should be compatible. ... in gaining understanding of influential third parties--such as legislators, government agencies, political parties, labor unions, public interest groups, and churches. In the future, public relations will play a greater role in shaping marketing strategies responsible to consumer concerns. In the classic sense, PR will influence not only what companies say but what they do. Thomas Harris The Marketer's Guide to Public Relations I don't like the tendency of advertising agencies gobbling up large public relations organizations. (This was a frequent occurrence during the 1980s, when major ad agencies liked to trumpet their ability to provide total communication services and integrated marketing.) That is like surgical instrument manufacturers gobbling up surgical medical colleges or law book publishers gobbling up law colleges. Edward Bernays at age 98 interviewed by F. Seitel (1987) Public Relations Public relations is the act of connecting and communicating through all the various relationships that a business or organization may have formed with the public. These various publics can include employees, customers, industry, government entities, investors, charities, suppliers and the media. For instance, if you’re a business and you want inform, influence even persuade a certain group of people- you have been caught in the act of public relations. The PRSA definition, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Public relations takes into consideration the bigger picture of how an organization relates and is perceived by the public at large. A good public relations strategy can not only help a company understand its customers and provide meaningful solutions, but track those results and maybe forecast outcomes for future circumstances. Public relations professional often work with an organization’s senior management to deal directly with critical internal and external company events. Both traditional media and certainly now the Internet are utilized to communicate the appropriate message. The public relations professional’s toolbox incudes the ability to research, write and speak. Media Relations Media relations can be described as a company’s interactions with editors, reporters and journalists. The media can be newspapers, radio, television and the internet. The goal is to communicate a client’s newsworthy message, story or information using the appropriate media outlets. A company may need only one person to work with the media or choose to hire a team depending on the amount of information that has to be controlled. This can be accomplished internally or an external agency can get the job done. Media relation specialists usually connect with the media world on a daily basis. These professionals work to develop and design media plans that can become a blueprint for what the company hopes to accomplish at the local, national or international level. Business strategies are designed to manage and create positive perceptions of the company. As an effective media relations specialist it is essential to work with and not against the media. Developing a strong relationship with journalists, bloggers and content writers who may be eager to hear what you have to say, can provide your client with invaluable access to the public. While an invisible line is drawn between public relations and media relations, professionals in both fields have to be experts in mass communication to be successful. Everything has to be carried out in a way that places your company in a positive light. Extensive knowledge of the Internet and social media are additional tools to own. How do you differ between Media Relations and PR? Don’t Confuse Media Relations with Public Relations By NEWT BARRETT | Published: JUNE 18, 2008 WHY? BECAUSE CONNECTING WITH THE MEDIA IS IMPORTANT CONNECTING WITH THE PUBLIC IS VITAL! IN THE INTERNET ERA, THIS DISTINCTION IS CRUCIAL. When most of us think of public relations, we think of the PR professionals who are skilled at getting coverage for our organizations in print, on the radio or on TV. Traditionally, that was the most effective way to put our companies and our message in front of the public. That is no longer true. And, that is why understanding the difference between media relations and public relations becomes even more important. Public relations always involved the bigger picture. Public relations is all about how your organization is perceived by the community at large. This would include the press but also embraces your customers, your prospects, members of the business community, and your fellow human beings. In this regard, it has always been critical to run a business in an ethical and authentic way so that the public perception of our business is positive. It has always been essential that our employees treat our customers well. It has always been essential that we understand our customers and provide solutions that are meaningful to them. THE INTERNET HAS CHANGED THE RULES OF PUBLIC RELATIONS David Meerman Scott’s book, The New Rules of Public Relations and Marketing, makes us understand that the Internet enables us to reach out globally without needing the traditional media to make a connection. Moreover, when we think of media, we need to think beyond traditional media outlets toward the world of bloggers and podcasters, as well. When your marketing funds are limited, you can still create an effective, content rich website that can serve as your public relations foundation. Does this mean that traditional media is unimportant? No. As a matter of fact, if you have a strong web presence that includes a website, a business blog, and an eNewsletter, you have already begun your media relations campaign. That’s because traditional media reporters and editors are scouring the Internet for information, resources, research, and news. NON-PROFIT VS. PROFIT The main functions of PR professionals are very similar for both profit and non-profit organizations. Both require writing and editing, information gathering, public speaking, programming, special event planning and the like. However there are a few minor differences between the two that need to be considered. A public relations professional working for a non-profit organization assumes responsibility for providing many social, educational, cultural, and welfare services. In effect, it is the non-profit sector that fills the gaps in meeting the needs of society left unattended by forprofit corporations and government agencies. The non-profit PR professional aims at: gaining acceptance of an organization's mission developing channels of communication with those an organization serves creating and maintaining a favorable climate for fund-raising. Supporting the development and maintenance of of public policy that is favorable to an organization's mission informing and motivating key organizational constituents to dedicate themselves and work productively in support of an organization's mission, goals and objectives. Non-profit organiazations include health care agencies, social welfare organizations, churches, educational institutions and cultural organizations and foundations. For-Profit organizations are those which function by the profits made. Some profit organizations include restaurants, hotels, clothing stores and entertainment sites. Public Relations in any organization dependent on profit must be cost-effective and part of the formula for successful competition. In order for a profit-organization to survive, it must help business create an environment in which owner and investors are satisfied with return on their capital. This means that the PR professional working for a profit business must aim at attracting new customers and and keeping present ones. Developing a Modern Public Relations Strategy You probably wouldn’t expect Bob Dylan to draw inspiration from Frank Sinatra. One was a hero of the 1960s counterculture. The other was an icon of the old American establishment. But when Dylan released his recent new album — which covers a number of old Sinatra songs — he spoke freely about his admiration for the Chairman of the Board. “Frank sang to you, not at you,” Dylan told “I never wanted to be a singer that sings at somebody.” Gone are the days when we could communicate at our potential audiences. We can no longer rely solely on news releases, stories about donations and annual galas, or announcements about our work. Determine who you most want to reach. Develop personas for those people — and determine where are the best channels to reach them. You might actually be better served having your story told by a blogger who writes about your cause or your video shared on YouTube. Build relationships! Rather than blanketing reporters and editors with press releases and announcements, find some time to just talk to them — whether through an occasional call or over coffee. It gives you a chance to talk more directly about the work you’re doing and give them ideas about how you can help them in their day-to-day reporting. Ask questions and listen. You might learn something valuable about what they value and the types of stories that excite them. That information is valuable when you’re pitching your next story idea. Show the ‘how’, not just the ‘what’ Have you ever watched the TV show “How It’s Made?” It takes people behind the scenes to learn how recognizable products are actually produced. A show about a hand mixer isn’t that interesting. But a show about how they built the hand mixer — now that’s good television. If you’re looking to get exposure for your organization, consider inviting reporters to learn about how you do the work you do. Offer to take them behind the scenes so they can learn an interesting part of your process. At the very least, the reporter will remember you the next time she is writing about something that relates to your mission. Give your supporters the microphone Your PR department no longer has to be the only mouthpiece for your organization. Your supporters — through their blogs, Facebook pages, Twitter feeds and YouTube channels — are also valuable in reaching new people with your message. While it’s valuable to get your story told in the mainstream media, many fast-growing charities are eschewing the media and empowering their supporters to be their storytellers. Thank you for your attention.